Over the forecast period, edible oils is set to continue to record growth at constant 2018 prices in Germany. Growth is set to be mainly due to two reasons: on the one hand, demand for edible oils will continue to grow in Germany, as more and more consumers prefer plant-based oils over animal fats as the former is considered to be healthier.
For the important category of olive oil, which was the best performing within edible oils in Germany towards the end of the review period, further considerable growth is expected over the forecast period. While prices are rising in the context of rather unfavourable harvests with a shortage in supply playing a certain role in this, growth will also be due to German consumers trading up, either from other edible oils to olive oil or within olive oil to higher value offerings, for example, (super) premium products or organic products as an alternative to conventionally grown olive trees.
The importance of unpackaged edible oils (those edible oils sold in bulk and thus excluded from Euromonitor International’s data) will continue to be quite low in Germany. Unpackaged sales compared to overall consumption will remain very small, especially in volume terms, with no noteworthy shift from unpackaged to packaged products or vice versa expected to be observed over the forecast period.
Peter Kölln, the only branded player with a double-digit value share of edible oils in Germany in 2018, is expected to remain the most important manufacturer of branded products over the forecast period. With Mazola, Livio and Biskin, the company owns three well-known and well-liked products in Germany.
When looking at the overall competitive environment within edible oils in Germany (even in value terms), it is clear that it is a category dominated by private label. For everyday purposes, many German consumers find edible oils offered by private label more than adequate, and in this they are quite often supported by the results of such alternatives in independent product tests, for example, by consumer watchdogs Stiftung Warentest and Ökotest.
Nevertheless, especially, but not exclusively, for special occasions, many Germans also turn towards products offered by manufacturers of branded products, such as Peter Kölln and also other, smaller and often quite specialised players, for example, regional oil mills or international sales booths at farmers’ markets. For this reason, it is expected that the already quite wide product range will become even more extensive over the forecast period.
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